Meet the Founders
A Q&A with Noah and James
Why did you build Percolate
Noah: “We are excited about technology, brands, and content and thought there was a better, more scalable, way to help brands create the content they need for the social web.”
James: “As marketers, building a brand has always been about communication. This communication has primarily taken shape as some form of content.”
What’s changed to make Percolate relevant?
Noah: “Speed and scale. Before the internet, messages were measured by months in market, not minutes. Brands created a few pieces of stock content each year and then spread those messages out in bursts. While stock is still a key part of internet content, brands need to create more content, more frequently. That's where flow comes in: Smart hits of content that are relevant and inexpensive, but still convey quality and allow the brand to leave their stamp.”
While stock is still a key part of internet content, brands need to create more content, more frequently.
How can a brand become a great content creator?
James: “By paying attention to the world they want to be communicating with. The only way to be a good content creator is to be constantly consuming. For decades agencies have served this function for brands: Consuming culture and audience research to match up with the brand and create beautiful content. This process works with incredible efficiency until you move into real-time: the demand for 10-20 pieces of short-form content daily proves to be a breaking point. To be truly effective at this sort of scale — what we call 'social scale' — you need a workflow that allows you to produce as you consume.”
How does Percolate help brands?
James: “Percolate is building the system of record for marketing: A way to operationalize all the activities from planning to sourcing to publishing to analytics.”
Noah: “We are working to define the future of brand marketing: We want to be the torchbearers for the value of content as a marketing tool. The meaning of digital marketing is still up for grabs and we want to make sure when it falls it's about brands building value with consumers on an always-on basis by being interesting.”
“We are building a world class team of product and business minded folks to join us on our mission. The team we’ve assembled is something we’re deeply proud of, you should probably join us. It’s awesome.”
On the Percolate blog